Starwood plans a Sheraton Times Square makeover

The Sheraton Manhattan at Times Square is prepping for a bit of a nip/tuck, says owner Starwood Hotels & Resorts Worldwide Inc.

The redevelopment plan will evaluate how to best make use of the full city-block space the hotel occupies (Broadway, Seventh Avenue and 51st and 52nd Street near Times Square). Part of the makeover will include the Sheraton flying a Starwood flag. As the hotel is redeveloped, Starwood will remove the Sheraton flag and operate the hotel as a non-branded Starwood property beginning in April. The Sheraton Times Square will remain open and will continue to be a member of the Starwood Preferred Guest loyalty program.

This redevelopment is another example of Starwood’s bold entrance into the New York City hotel arena. Starwood has 13 hotels in New York City with plans to open six more in 2010, including two properties in Brooklyn and Tribeca, the W New York Downtown and the Four Points by Sheraton Long Island City. In addition, Starwood will debut its two newest brands – Aloft New York Brooklyn and Element New York Times Square West – later this year. The Sheraton New York Hotel & Towers, the Sheraton brand’s flagship New York property, will launch a $90 million renovation later this year.